Oath Introduces New Ad Experiences with a Focus on Mobile
By John DeVine, Chief Revenue Officer
Since the launch of Oath, we've been busy bringing together our best assets and building for the future. That's especially true with our creative portfolio of ad experiences, because today's consumers expect more from advertising and marketers need the right tools to build brand love. Oath will aggressively innovate on ad experiences over the next year, and we're already testing new ad formats with some of the world's leading brands!
It's a massive priority at Oath to simplify, strengthen and scale our creative ad portfolio globally across mobile, display, video, native and social. With nearly 70% of our audience on mobile, we will deliver a better ad experience that's mobile-best and consumer-first. To start, we've launched an innovation council focused on ad experiences at Oath, bringing together our sales, operations and engineering teams to define what's next in mobile advertising. Providing a better experience for our users and greater results for marketers is critical, so mobile and video will be at the forefront of everything we do.
Here are four key categories where we're testing new ad units:
- Augmented Reality (AR): An augmented reality (AR) mobile ad unit designed by our RYOT team and powered by Yahoo Gemini, that enables consumers to click to access an immersive ad in an Oath content experience like Yahoo Mail. Brands including The Home Depot and Pottery Barn are currently working with us to test this exciting format that enables brands and their digital storytelling to make an impact like never before. With Williams-Sonoma, Inc.'s recent acquisition of Outward, an augmented reality and 3D imaging startup, they understood the power of these mobile experiences and were ready to collaborate with us on this innovative ad unit to push creative boundaries.
- Native: A new mobile ad format, powered by Yahoo Gemini, that maximizes creativity and consumer engagement with a full screen canvas. The ad will be available across all Oath mobile apps including Yahoo Finance, Yahoo Sports, Yahoo Weather, HuffPost and more. We're excited to work with Intuit as we test this new ad format.
- Utility: A new mobile ad that creates more utility for users and enables them to save coupons and deals to their mobile wallet. When the mobile ad appears, consumers can tap to engage, with the option to save special offers to their mobile wallet. Once saved, brands can later alert consumers to special deals via mobile lock-screen notifications.
- Social: An interactive ad that extends a brand's voice beyond the social newsfeed, by aligning its real-time photos, videos and custom hashtags with premium content and new audiences across Oath's properties.
At Oath, we're excited to build the future of mobile advertising and we're partnering with some of the world's top brands to test these new innovations and learn together. We're committed to delivering not only an exceptional experience for our consumers, but results for our advertisers. Interested in being part of what's next? Brands can contact the Oath sales team to be included in an upcoming pilot, and learn more about our current advertising opportunities here!